Live-Action ‘View-Master’ Movie, Based on 3D Image Toy From Mattel, in the Works

Mattel, the toy company behind Barbie and Hot Wheels, is developing a feature film about the stereoscopic image device View-Master.

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The live-action movie will be developed with Sony Pictures and Escape Artists. View-Master has been around since 1939. In a press release, Mattel described the toy as a “popular childhood staple for generations,” one that has “taken its fans all over the world with its 3-D image reels, creating worlds of imagination and storytelling for every adventure seeker at heart.” How this will translate to the big screen isn’t yet clear, though the movie is billed as a “four-quadrant family adventure.”

“View-Master has inspired generations to embark on boundless adventures, offering a treasure trove of storytelling possibilities for this film,” said Robbie Brenner, president of Mattel Films. “We’re thrilled to work with Sony Pictures Entertainment and Escape Artists’ Todd Black to bring this Mattel franchise to life. Their creative and filmmaking expertise sets the stage to introduce a modern take on this beloved toy to audiences everywhere.”

Escape Artists has recently produced “The Piano Lesson,” “The Equalizer 3” and Will Smith’s “Emancipation.” The production house is currently working with Mattel on the long delayed “Masters of the Universe” live-action feature film set at Amazon and starring Nicholas Galitzine. Kevin McKeon and Arturo Thur de Koós will oversee “View-Master” for Mattel Films. Todd Black, Jason Blumenthal, Steve Tisch and Tony Shaw of Escape Artists are set to produce.

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“View-Master has long been a window to the wonders of the world, sparking imagination in kids and adults alike,” said Black of Escape Artists. “Teaming up with Robbie Brenner and Mattel Films gives us the chance to honor that legacy while creating an entirely new adventure for today’s audience. We can’t wait to bring this treasured toy’s sense of exploration to the big screen.”

Mattel has commissioned a head-spinning number of films based on its vast toy portfolio (some of which are less expected than others). Those projects include but are not limited to “American Girl,” a live-action “Barney” movie with “Get Out” star Daniel Kaluuya, the Vin Diesel-led “Rock ‘Em Sock ‘Em Robots” and the card game “Uno” with rapper Lil Yachty. The company’s first and only theatrical release to date has been Greta Gerwig’s Oscar-winning “Barbie,” which was distributed by Warner Bros. and grossed a staggering $1.4 billion at the global box office.

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